HEED to deploy Internet of Things (IoT) technology that uses data captured from sensors in venue to generate unique automated content
HEED, the event platform-based joint venture between WME | IMG, the entertainment, sports and fashion leader, and IoT solutions and analytics leader AGT International, has announced its first official foray into sports at Euroleague Basketball’s 2016 Turkish Airlines Euroleague Final Four in Berlin, Germany, May 13 - 15.
Heed will deploy sensors throughout the competition – across the venue, live and remote audiences, referees and coaches – to collect and analyze data that generates automated content for event participants on site and fans at home through TV broadcasting, social media, and other digital distribution channels.
“Since inception we have been focused on systematically layering AGT’s IoT technology across WME | IMG’s incredible event portfolio to create a greater level of engagement among all event participants – from talent to brands to live audiences, and even fans at home,” remarked Danna Rabin, COO of AGT International. “Following February’s official fashion launch at NYFW: The Shows, we turned our focus to bringing that same level of enhanced engagement to the Euroleague.”
Sensor-generated data will measure and analyze behavior of coaches at the Final Four games to determine the influence of their behavior on the game. Similarly, fan behavior and engagement will be analyzed to determine whether it affects a team’s win percentage.
Fans at home will gain access to unique data from their favorite teams, making for a more palpable, in venue-like experience.
Alternatively, for fans in the venue, they will see on screen the excitement and support of virtual fans through mobile device sensors that measure audio levels and heartrate and assign a fan support score that correlates to, and changes with, the flow of the game. Future plans include deploying sensors on the athletes, as well.
In November 2015, IMG and Euroleague Basketball announced a historic 10-year deal marked by the formation of a joint venture to revamp the league’s competitions.
Remarked Ioris Francini, IMG’s President of Media, “Our commitment to the Euroleague is to elevate their overall competition structure while growing global exposure for Europe’s highest level of basketball. HEED presents an incredible opportunity to utilize the latest in IoT technology to create a more dynamic live experience for all participants.”
“Euroleague Basketball has always put fans at the center and has paid special attention to innovative ways to reach out to the young fans,” said Jordi Bertomeu, President & CEO of Euroleague Basketball.
“HEED will allow fans to experience the Final Four from a different perspective, right in the thick of the action on the basketball court.”
Announced in October 2015, HEED’s offerings include a consumer-facing ‘Social IoT’ platform based on AGT’s world-class big data and deep web social analytics. The platform, first launched at WME | IMG’s New York Fashion Week (NYFW): The Shows this past February, connects individuals before, during and after events, infusing their online interactions with their physical, real-life happenings to create a more enriching event experience.
Through its NYFW app, HEED saw record engagement including video views up six-fold over the previous year’s event. Venue sensors produced interesting insights including sharing trending colors in the shows with app users, while sensors worn by stylists and hair and makeup artists gave fans an inside look into the making of a model. Fans also were able to create their own in-app ‘look books’ alongside their favorite designers and style icons.